ANALISIS STRATEGI CUSTOMER RELATIONSHIP MANAGEMENT PADA PT. ALPHA CENTRAL PROPERTINDO

Golan Hasan; Vanessa Vanessa; Ariendy Filrando; Christina Christina; Davis Reandy; Ferdawson Ferdawson

doi:10.53363/buss.v5i2.386

Authors

Golan Hasan Universitas Internasional Batam
Vanessa Vanessa Universitas Internasional Batam
Ariendy Filrando Universitas Internasional Batam
Christina Christina Universitas Internasional Batam
Davis Reandy Universitas Internasional Batam
Ferdawson Ferdawson Universitas Internasional Batam

DOI:

https://doi.org/10.53363/buss.v5i2.386

Keywords:

customer relationship management, customer loyalty, digital marketing, property

Abstract

In today’s competitive digital era, Customer Relationship Management (CRM) strategies have become a crucial element in maintaining and enhancing customer loyalty. This study aims to explore the implementation of CRM at PT. Alpha Central Propertindo, a property management company based in Batam City that actively utilizes social media and digital technology to build relationships with its customers. A qualitative-descriptive approach was employed through interviews and direct observations to understand the company’s communication strategies, service personalization, and digital innovation. The findings show that PT. Alpha Central Propertindo has successfully fostered customer loyalty through a combination of operational, analytical, and collaborative CRM strategies, as well as the use of social media as a two-way communication channel. The study also identifies several key factors contributing to CRM success, such as technological support, human resource competence, and effective program management. This research is expected to provide insights for other companies in implementing CRM effectively and sustainably.

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